In the modern media landscape, consumers are busier than ever, and advertisers only have split seconds to capture attention. This is why most advertisements rely on high-impact visuals to turn heads and stop scrolling in its tracks.

Digital media can be expensive, though, and not every business has the budget or time to curate their own custom brand library. The simplest solution to this is stock images and videos, but copyright rules can be confusing—and there are absolutely right and wrong ways to use stock photos for advertising.

Here’s what you need to know about fair use, copyright issues to avoid, and how to run marketing campaigns that are both compliant and effective.

Can Businesses Use Stock Photos in Advertisements?

Businesses can use stock photos in advertisements as long as they have permission from the photograph’s owner. This permission usually comes in the form of a license or release. Advertisers are still required to follow the terms of the license agreement, which dictate how the images are allowed to be used, formatted, or edited.

When sourcing stock images and videos, you should always use trusted sites that offer free or paid media assets that are licensed for “commercial use.”

Know the Difference: “Commercial Use” vs “Fair Use” in Advertising

These terms are sometimes used interchangeably, but there is a major difference that advertisers need to understand.

• Commercial Use. If a stock photo is licensed for “commercial use,” it can be used for business activities that are intended to generate profit. This includes sales and branding as well as marketing and advertising.
• Fair Use: “Fair use” is a legal term that refers to limited exceptions for material to be used without permission. Common examples include criticism and parody.

Fair use typically protects noncommercial, educational, and personal use—it almost never applies to advertising. Businesses should always use stock photos that are licensed for commercial use, since your ads are intended to earn money.

Common Copyright Issues in Advertising to Avoid

Ensure copyright compliance and protect your business from legal disputes by following these best practices:

• Only download images from trusted sources of stock photos. Don’t use screenshots from Google or Pinterest.

• Make sure that your stock photos are free for commercial use, not just personal use.

• Thoroughly read the licenses for every asset you plan to use in advertisements, and be careful not to break any of the terms.

• Only use stock media that you’re 100% sure about. If you have any doubts or questions, just find a different photo. One image is never worth the risk.

It’s worth noting that you should never use a stock photo as a brand logo. A commercial use license is not the same as ownership, and you should only use assets you own as a trademarked logo.

Pros and Cons of Using Stock Photos for Advertising

Just because you can use a stock photo in an ad, doesn’t mean you should. There are some things you should be aware of before you create your campaign:

Pro: Stock Photos Are Extremely Cost-Effective

It’s generally much cheaper to download an image off Unsplash or Adobe Stock than it is to hire a photographer to create a private media asset library for your business.

Con: Stock Photos Sometimes Have Licensing Limitations

Advertisers need to be really careful about this. Always make sure you read the terms of the license before you use any stock photo. Some licenses restrict what you can use the asset for, how long you’re allowed to use it, and whether you’re allowed to make any edits to the photo. 

Pro: You Can Quickly and Easily Find Stock Photos for Just About Any Design Need

While quicker isn’t always better, the easy accessibility of massive online libraries of stock photos is definitely an advantage. In most cases, you can find and download an image, video, or GIF that fits your brand strategy in a matter of seconds.

Con: Using Low-Quality Images or Obvious Stock Photos Can Hurt Your Brand Reputation

We’ve all heard that a picture tells a thousand words—so make sure you know what your pictures are saying about your brand. Images that appear generic, artificial, or even just too much like stereotypical stock photos can make your brand feel less personal. This can damage your ability to connect with consumers and will make your ads blend in with everything else you’re competing with.

Another thing to be aware of is that you’re not the only one who can acquire a commercial use license for the stock photo. If you use the same images as other businesses, it dilutes your brand identity.

Where to Get Commercial Use Stock Photos for Ads

These are some of the best free and paid options for commercial use stock photos and videos:

Paid:

• Adobe Stock
• Getty Images
• Shutterstock

Royalty-Free:

• Unsplash
• Pixabay
• Pexels

Each of these websites differs in their licenses and restrictions. Make sure you read the fine print carefully before using stock media from anywhere.

How to Effectively Use Stock Photos for Advertising

If you’re careful to choose high-quality images that are licensed for commercial use, you can absolutely use stock photos safely and effectively in advertising. Just make sure you protect yourself by fully understanding advertising copyright rules and following all the best practices.

For an extra layer of security, consider partnering with an agency that specializes in ads and understands the ins and outs of sourcing, editing, and using stock photos for advertisements.

At Alluvit Media, we are meticulous about properly sourcing images that are copyright compliant while offering high-impact visuals to your ads. Whether you want to create scroll-stopping digital promotions or unmissable out-of-home ads, we want to help you execute your vision. The best part? When you partner with us, billboard design is always free of charge.

If you’re ready to build campaigns that strengthen your brand and grow your business, reach out to our team for a free proposal.

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